The Singapore Tourism Board (STB) and Singapore beer brand Tiger Beer have inked a two-year partnership, worth S$3.2 million (US$2.3 million), to promote Singapore through joint marketing activities.
The partnership covers three key areas: products such as augmented reality (AR) effects for Tiger Beer’s Tiger District Bottles; consumer experiences in Singapore at Tiger Street Lab, Tiger Beer’s first global experiential concept store, and globally, such as an upcoming consumer pop-up in Tokyo, Japan; and global marketing through joint campaigns in international markets.
The collaboration comes as both brands – STB’s Passion Made Possible and Tiger Beer’s Uncage Your Tiger – are similarly focused on supporting homegrown talents and telling their stories on a global stage.
STB’s Passion Made Possible brand seeks to spotlight Singapore’s spirit of determination in making passions possible, and focuses on celebrating local talents through films, consumer events, marketing campaigns and industry partnerships. Tiger Beer has been championing local emerging talent and providing them with a global stage to Uncage their Tiger through Tiger Raw Roar platform, Tiger Street Food and Tiger Street Lab at Jewel Changi Airport.
Over the next two years, STB and Tiger Beer will tap on each other’s upcoming overseas consumer activities and events to grow audience reach and deepen engagement. Both brands will profile homegrown talents such as artists, musicians and chefs, and encourage them to collaborate at overseas platforms, and excite visitors with their creativity and talent.
STB and Tiger Beer will soon team up for a consumer pop-up in Tokyo sometime in October, as more of such joint events are currently being planned.
“Passion Made Possible celebrates the spirit of Singapore by putting the spotlight on our homegrown talents and sharing their Singapore stories with the world. We believe this is an authentic way of highlighting what’s unique about destination Singapore. Tiger Beer shares the same brand belief. We look forward to partnering Tiger Beer in developing bold and creative projects for audiences all over the world,” said Lynette Pang, STB’s assistant chief executive (marketing).
Earlier this month, Tiger Beer launched 20 limited-edition designs bottle of beer that sport both modern and heritage landmarks in the Lion City. As part of the collaboration, STB will bring four out of 20 Tiger District Bottle designs to life, telling the stories of popular tourism precincts rich in local heritage and culture through AR technology.
The four selected bottle designs with AR effects – created by local artist Eugene Soh – are Chinatown, Bugis, Katong and Tiong Bahru.
Using the Facebook application on mobile devices, consumers will be able to see iconic landmarks such as People’s Park Complex, The Red House, Bugis Street, and an old flat in the Tiong Bahru estate by scanning the district symbol on bottles. The AR effects for Chinatown and Bugis went live on June 13, 2019, and Katong and Tiong Bahru will go live on June 21, 2019.